If you are filled with excitement over the New Ads in Google Maps, you have all the reasons to be!
The Google Maps Ads are currently under a renovation that can help local businesses acquire more exposure. If you’ve been a frequent user of Google Maps, both for personal and business purposes, you probably sought an experience which is comprised of everything you need, and which is super interactive. Google had recently announced something that can be great news for you. They have revised Google Maps to essentially concentrate on helping out local businesses obtain more visibility and traffic to their actual locations. Here are some of the salient features
1) Comes with new local search ads
Google Maps’ new local search ads are available now for those advertisers who are using the location extensions available on AdWords by Google. These ads will be shown both on Google mobile app maps, and also the desktop version. This is great news to the business owners in the market, since this one has got more than a billion downloads alone. Hence, it can make way for reaching out to prospective customers.
2) Promoted pins
On a recent blog post, Google explained their main aim of changing certain things on the Google Maps was to aid business owners to blend both the digital universe and the physical universe, mainly because looking for locations on the smartphones has substantially increased over time compared to any other sort of searches. Google is revamping the complete adventure on Google Maps with their limited pins. It means that the logos of the companies will be shown on the maps when the company buys the Ad space present on Google Maps. Users will be able to see these promoted pins when they are in navigation mode on Google Maps, or even when they are looking for a particular location.
3) In-store promotions
Now that you know ways in which the promoted pins act, you could go a step further and learn about promotions in the store that are business friendly. By using the promoted pins, you can display special events which you’ll be conducting at your location in real time, by displaying in-store promotions right below the logo. For example, if Starbucks is offering some discount, you will be able to view it on the location map. It can greatly help plenty of business owners as the promotions when done right can get them much more visitors to their business place.
4) Business pages are now customizable
For businesses that are using the feature of promoted pins, their business pages can be customized to help target a specific demographics and key shoppers to their stores. Think of a way where you can highlight the offers to those people looking for something you sell, and within your geographical location. The business pages will retain the needed business information, but can now be customized to obtain more visitors. Such customizable pages will also help you increase the local inventories that can be searched.
Facebook has started rolling out a fresh layout for the Facebook pages in 2016. In this article, we will tell you about the changes, and summarize the essential areas that have changed. These changes must be reviewed by the business owners to ensure that their content and page images look good, and also make sure that they are focusing on relevant tabs properly.
1) Page cover images are much clearer
Before, the logo stayed over the cover image. The new layout is designed so the logo stays alongside the cover image to the left side, which allows the whole cover image to be viewed. This is a vital move for passing across a powerful message to the page visitors! Now, brands must focus on designing their cover page accordingly for maximum benefits.
2) The logo is moved
As discussed above, the page logo stayed on the cover image at the bottom of the left-hand side of the image. But in this layout, the logo is separately situated on the left side of the column area. The size of the logo is enhanced a bit, implying that anyone who uploads a smaller logo picture can see clarity loss. Hence, brands must upload a larger, clearer logo now.
3) Page tabs are clearer and organized
The page tabs that were beneath the cover picture earlier are now situated on the left side menu beneath the logo. Each tab seems like it is listed and these tabs could be removed if they are redundant or old. This is a good development, as it will enhance the reviews and services of the tabs. Facebook is setting up the pages like mini websites with this kind of a design.
4) Like, Share, and Message buttons now come beneath the cover image
Earlier, Like, Share, and Message buttons were overlayed above the cover image and aligned at the center. Now, these buttons are still beneath the cover image, but are located to the left side. In coming days, this can make way for a couple of more menu buttons alongside if Facebook comes up with something else to position there.
5) Call To Action is moved and made bigger
The Call To Action feature stayed over the cover image on the top, and wasn’t really prominent. But now, Facebook has turned it bigger, and has moved it to the right side of the page with a distinct blue color. This is expected to produce more click through rates as well as conversions.
6) The business category of your page is made prominent
The business category of the Facebook page is now aligned to the right-hand side, and is located below the button for the Call To Action. This has the potential to emphasize the category of the page much more distinctly.
These are some of the changes that have been made in the new layout of the Facebook page, and brands must make the most out of it!
LinkedIn is the world’s largest social network site for business professionals. It is a network which, today, is used by over 200 Million professionals in their businesses for seeking out various new opportunities in their career for sharing ideas, and looking out for various business opportunities in the external environment. Thus, LinkedIn actually deserves to be an integral part of a marketer’s social media marketing plan. If this explanation doesn’t seem convincing enough, here are 3 reasons your business should be using LinkedIn company page:
Reason 1: Leads Are Generated By LinkedIn
It might be surprising that the highest visitor-to-lead conversion ratio is generated by LinkedIn as compared to other platforms of social media like Facebook, Twitter etc. According to the facts revealed by a recent study which was done by Hubspot, it was revealed that the conversion rate generated by LinkedIn was 2.74%. This rate is greater than those of Facebook and Twitter! Not just greater, but this rate is 3 times the rate of Facebook and Twitter. From this, we can learn that users use social media to help them make buying decisions for almost all products and services, inclusive of insurance service.
Reason 2: Expand Your Reach and Brand Awareness
As there are millions of users using LinkedIn who actively search and update all their profiles with their company information, there is a great potential for some of those users to click on your company’s page through other user’s article or profile, and later add your LinkedIn company page and start following your company. Now this, is a great opportunity for you to leave a positive image by offering relevant, useful content, and presenting your agency as a trusted and established source if information. The brand awareness of your business can be increased if this is done.
Reason 3: Search Engine Optimization
It is of utmost importance for you to increase visibility of your company across the net so that maximum users are aware of your services or products. If you want to be visible, you need to be seen in search results, and LinkedIn helps you do so. LinkedIn’s company pages also appear on Facebook and Twitter, and not just in search results or LinkedIn’s own search engine searches.
Now you know you are only losing all these opportunities simply by not being on LinkedIn. Here are few things you need to do in order to leverage LinkedIn:
- Invest some time to grow your presence on LinkedIn
- Refresh and update your content regularly, relevant to your consumer’s needs, and post timely content.
- In order to determine things which resonates the best, monitor likes, comments and shares.
We hope that these 3 reasons convince you how important it is to use a LinkedIn company page. Don’t kill more time! Time to use LinkedIn company page!
Mobile-friendliness of a website is a leading ranking factor. Picture this: You are going to your office and on the way, you would like to check all the latest news on your favorite website. You use your Smartphone to search for the website, and now there is a hitch. Besides the fact that it takes a real long time for the site to load, there are also some features which are not accessible from your Smartphone.
This is the exact reason why websites are losing their customers nowadays; inaccessibility of those websites on Smartphones.
People these days are so into their tablets and smartphones, that almost every person is connected to the Internet, making easier communication and more convenient in comparison with previous years. The increasing amount of online traffic is vital to many businesses which put websites for the companies to reach the target market easily. The Internet now has replaced TV, print, radio etc., in advertising with better results and a cheaper budget.
Though putting up a website may be easy, maintaining and developing is a big challenge especially when the trend has changed from browsing with a desktop computer, to browsing with tablets and smartphones. Thus, it is of utmost importance to have websites that are mobile friendly.
Here are some points explaining why having mobile friendly websites is important?
- There has been a skyrocketing increase in people who are using Smartphones. These people usually prefer hand-held browsing over the conventional use of desktop computers.
- Various mobile companies deliver internet services on mobiles for free. Studies reveal that the mobile surfing has been increasing continuously, and people use mobile internet at least 2 times a day. Now, these statistics can be a great opportunity for all businesses to develop mobile friendly websites.
- GPS is constantly helping users find places on the internet. So, it is beneficial for websites which are mobile friendly to be easily accessible, which will result in an improvement in a number of people buying or using their websites.
- Customers generally prefer to browse web pages which get easily downloaded on their phones. Waiting for the website to load seems annoying to many people, and a waste of teir time. This way, websites which are mobile friendly also increase consumer loyalty.
5.There is an ease of navigation available on mobile friendly websites as web developers will only include necessary and relevant information depending upon what a consumer needs.
Some important things to be considered when you have to make a website mobile friendly:
- Page speed- The pages should be such that they can be easily downloaded in few seconds regardless of 4G or 3G connection. Also, the performance should be sleek and smooth.
- Videos- Some Videos cannot be effectively played on few mobile platforms. This problem needs to be addressed by web developers.
- Share buttons- Information online tends to be shared by the people who read them. Thus, the share button should function properly otherwise the followers are lost.
Thus, with the increasing use of tablets and smartphones, it is very beneficial to develop mobile friendly websites which help in increasing social presence, brand trust, and customer loyalty.
The winners and losers in the Google shopping are all well known, and every second retailer or the PLA (which is Product Listing Ads) marketers will have them in their well-maintained inventory. Alternatively, losers and winners are called non-converters and top sellers. Some brands/categories/products etc. will perform better than those in the market, and if you want to excel in your managing of shopping ads campaigns, it becomes your effective task to both identify the items and also adjust the bids. So now,the main question is how can we determine such losers and winners and further how should they be dealt with?
Here are some points to be noted:
- Look for brands/categories/products that are not performing well enough as compared to their respective prices.
- Adjust the bids for those items which have high conversions as well as a considerably high value of conversion, so as to reach better performance which is even.
- Start using the dimensions tab wherever possible in the Google Adwords account.
- Use your budget to push the “winners” and try to lower bids for the “losers”.
One important thing which needs to be done is avoid spending money unnecessarily on “losers” and always try to push the top sellers. Therefore knowing which among your Brands/categories/products are the winners or losers is crucial.
Who are winners and losers?
Basically, what you’re supposed to search in the Google Adwords Account are those brands/categories/products which are not performing well compared to their respective costs or having too many conversions as well as a high value for conversion, and hence a great ROAS.
So, you can ask yourself 2 important things :
- What is the value of conversion?
- What is your definition of a product which is a top seller in each of your individual cases?
Once the above cut-off point is delimited, start to identify those brands/categories/products by trying the following points:
- In order to identify them and also improve the performance of Google Shopping, a better and a fast method is the dimensions tab in the Google Adwords account.
- When you click on dimensions tab, you can select your view (View->Shopping ). Here you are free to select a product type, brand, article ID and so on.
- You can start to have a look at the performance of brands/categories or single products depending on the structure of the shopping ad’s campaign and adjust bids wherever necessary.
- Always bear in mind that a decision is to be made if a particular product is a loser or winner! Is it a product which has good ROAS? Or has low costs? All of these requirements need to be well defined first which are completely individual.
- Never try to handle your losers and winners like the rest of the inventory because there is so much potential here to save and improve money with this. Bids can be lowered for losers and this money saved can be used effectively to push the winners. By doing this, you’ll have generated more revenue at month end and can try spending your budget in better ways.
Have you suffered a loss in an ad campaign before? Do you know why? Making a campaign right can bring in a good flow of users to your page, but making a wrong one can result in a huge loss of money. Why should you pay up to Google for your losses when you can be easily paying it up as an investment for a good return? Do you know what you did wrong? How was your campaign sabotaged? Did you make these mistakes?
- Some clicks are seriously either irrelevant or do not convert. Why does that happen? Not having an effective list of keywords can lead to such waste of money and bad feedback.
- Directing traffic to your homepage immediately counts as a good user experience, especially if that is exactly what they were looking for. By all means don’t use multiple directions and continuous guiding URLs as directives before a user can reach their destination. It would do nothing but sabotage your campaign and gives a bad impression. Users tend to avoid sites with multiple directions to reach their desired destination. Campaigns which are easy to use and more direct are always preferred.
- The user is always more direct in their search and thus, tend to be attracted to the titles that include the keywords of their search. Does your ad campaign use keywords in their title? Are the relevant words showing up in your ad campaign? The ad campaign is about what meets the eye and if what meets the eye sticks then it can lead to not only a good user experience, but also good feedback for your campaign.
- To attract a searcher to your ad, not only are the keywords relevant but a direct approach is necessary, continuously, and without fail. Use the kind of directives and call words that are not only attention seeking, but also more direct and simple. If the campaign makes the user feel friendly, the user tends to revert to it more easily than going through the process of search again in the future for the same targeted search. Easy directive tends to make the experience and search easier for the user and thus makes you seem more accessible and approachable.
- Using an ad extension is a no brainer, and while every extension might not always be available, it makes for easy navigation and tends to make things more direct for the user. It is probably the easiest advice to take for keeping your campaign in the user-friendly
- Using Broad Match is a good idea if you know exactly what you are doing, but don’t go experimenting around with it, for it makes for easily mislead searches to land on your campaign.
These are the most easily followed directive to save your campaign from sabotage.
Wondering what delayed conversions are? Well, you definitely need to read up! Misleading comparisons of time duration can be avoided by “ the last click wins” concept by Google in two simple steps.
We are going to explore using these 3 concepts:
- Google’s “last click wins” and cookie lifetime (30 days)
- Google AdWords attribution data estimate creation
- Making of Ad-hoc reports for 30 days
Step 1: Understanding Google’s “last click wins” and Google Cookies
To begin, we’ll understand online shopping access technically. A cookie will be saved on the customer’s device when an ad is clicked. This cookie notifies Google if the ad was clicked previously in its lifetime (usually 30 days, adjustable by Google AdWords Account). It starts from zero and can be updated.
Conversation and revenue in Google reports will be lost with faster analysis.
Illustration: A potential customer purchasing a product becomes an active customer, say he clicks on Google shopping ad on Friday; the following three cases are possible:
Case 1: Purchase on Friday
The conversion and order value will be allocated to Friday i.e on the same day as the click irrespective of product he buys (advertised or other).
Case 2: Purchase within the 30 days (Google shopping cookie lifetime)
This conversion and order value will be assigned to Friday, but it is a delayed conversion. The click wins (based on “last –click –win”) when the purchase and transaction are within 30 days from AdWords Account, while no other ad is clicked. No additional clicks win conversions on Friday and Sunday each, they are assigned to Friday.
Case 3: Purchase on second click (Google shopping Ad)
On the second click, a cookie is updated by Google and the lifetime starts. The “last cookie wins” concept suggests conversion and order value are allocated for the last query day considering the previous click before purchase. A case on Sunday is a direct conversion and latter is considered delayed.
Note: Compare only if latest data is 30 days past for different time ranges or else underestimate it a as delayed conversion (use step 2) can happen after 30 days.
Step 2: Google based Estimate creation
AdWords Attribution Data
A good estimate of delayed conversions of a cookie lifetime (30 days) is possible by Google AdWords Interface.
- Log in and select “attribution” via “tools” and “time lag” i.e. time frame (3-6 months for analysis and robust outcomes) in the main navigation bar of Google AdWords
- Select “from last click” for necessary data.
On the basis of our illustration 0.53% conversion value occurs on the last click day while 15.47% of total conversion is on the following 29 days. Divide 15.47% by 84.53% to derive a factor for follow up conversion value for an expectation value of final conversion after cookie lifetime of 30 days, here being 18.3%. A value of $1.18 of conversion value can be expected after the expiry of the lifetime of a cookie on recording a $1,000 of conversion value.